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Marketing Insights

B2B Research Dilemma: The DIY Approach to Market Research

B2B Research Dilemma: What to Do When Your Market Research Doesn’t Exist

By | Marketing Insights | One Comment

B2B marketers must come to grips with one reality of our unique space: adequate, let alone comprehensive, market research often doesn’t exist. Why? Small, nuanced markets and indirect sales channels are the nature of the B2B world. Nevertheless, marketers still need information to help them make the tough, timely decisions that produce positive results. But how? Read More

Overcome Marketers Block

Overcoming Marketer’s Block

By | Marketing Insights | No Comments

It happens to writers, musicians and artists. And, yes, it happens to marketers, too.

We call it marketer’s block. It’s that moment when you find yourself and your brand at a standstill, constantly questioning what’s next and lacking the insight to set your course.

The problem is that stagnancy and success don’t mix. To move the needle, you need to make moves.

But what do you do when you don’t know what to do? Read More

Stealing budgets from other departments

How to Steal Budget from Other Departments

By | Marketing Insights | No Comments

We know. “Steal” is such an ugly word. But if you have big goals for 2016, and lack the marketing budget to make it all happen yourself, you have to do something to get things done.

Think about it. Marketing touches every part of your organization, so why not (okay, let’s say) “borrow” funds from other departments? Here are some tips on where to find extra dollars, and how to convince other areas that “sharing” budgets can help achieve mutual goals.

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3 Ways to Use Growth Hacking in Your Marketing Planning

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As you gear up for your marketing planning, the “do more with less” mandate doesn’t have to be a pipedream. The secret? Growth hacking—a new modus operandi that’s disrupting the B2B marketing world as we know it.

For the unfamiliar, growth hacking (or growth hacker marketing) has its origins in start-ups. It’s a mindset born out of the need to skyrocket growth as fast as possible, using unconventional resources, on a limited marketing budget. Read More

happy-father's-day

What Dads Can Teach Us About Marketing

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It’s almost that time of year again when we celebrate dads. You know, those guys who taught us how to ride our bikes. Who taught us how to fix things around the house. Who taught us that a boo-boo on our knee wasn’t the end of the world. And who always had our backs. No matter what.

Dads are pretty cool—and pretty smart, too. They’re full of life lessons, like the ones listed above. They also taught you some great insights on marketing, if you were paying attention. Read More

Mother's Day

Show Some Love: What Marketers Can Learn from Mother’s Day

By | Marketing Insights | No Comments

With Mother’s Day right around the corner, we’re reminded of the importance of showing those we value some love. But don’t forget about those special people you value at work, too. And no, we’re not talking about Wendy in accounting. We’re talking about your customers. You know, those people who, without them, your business wouldn’t exist. The ones your mission statement says you’re dedicated to serve. The ones you went through hoops to win over.

Yeah, they matter—and you have to prove this to them every once in a while. Why? Read More

Build your case for a bigger marketing budget

5 Tips on Building Your Business Case for a Bigger Marketing Budget

By | Downloads, Marketing Insights | No Comments

“We want you to grow the business 15% in 2015—but no, we haven’t increased your marketing budget.”

You’re a marketer, so you’ve likely found yourself in a similar situation, facing an aggressive growth goal with an unrealistic marketing budget and a “make it happen” mandate.

You know that in order to move the needle, you need a budget that will support real growth. So shouldn’t your budget increase proportionately to growth expectations? Yes, it should. But it hasn’t. Why? Because you don’t deserve it. It’s simple: you haven’t yet made a strong business case to justify additional funds. Follow these five tips to get the budget you need to make growth happen.

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